DSP Framework by Ajit Nawalkha

DSP Framework
This is a framework for creating packages designed to create the ideal
outcomes for your clients while making it easy for you to enroll them.

Desire — Solution — Package (DSP)

Why you need to operate from the DSP framework?

Often times, while we are in the process of building our practice, we work from
a place of lack. This makes us tweak our packages and services based on
what the client needs.

It may seem like the right thing to do at first, but it often leads to poor client
experience and lack of results.

When we operate from the DSP framework instead, clients have clear
expectations. There are clear boundaries and you are able to deliver the
results that you promise.

Note that DSP is a framework, so you can fill it up the way you want and
change the contents of the packages. DSP is designed to create a container
for you and your clients.

DSP Framework Defined

DSP (Desire — Solution — Package) focuses on the Desire that your clients have,
and the Solution you have to offer in order to craft your Packages.

But to understand how it truly works we must understand the sub-elements of

the DSP framework.
 DSP Framework by Ajit Nawalkha

Elements of the DSP Framework

Problem:

Our potential clients are operating from a certain reality. In that reality they
have a problem. A challenge. It doesn’t have to be a life-threatening
challenge. It’s just an obstacle they want to overcome. This is a problem for
them.

Below I am listing some of the real examples from my business so you can see
how to use this framework effectively.

Example 1: My clients have a challenge of growth. They run companies that are
growing, but managing the team, the brand and the processes can be
overwhelming, and they might feel lost.

Example 2: My clients are new coaches. They tend to have the problem how
and where to get started. Their practices are either non-existing or really
frustrating because it seems like everything is really hard.

Example 3: My clients have a problem with scalability. They started as a one-

on-one coach. Now they want to move online and serve more people in the
world. They get stuck in “not knowing” or “having to do it all”. It gets frustrating
and they can use some help.

Desire:

Desire is what’s behind the problem that our clients suggest they have. It’s
what they really want to get as an outcome. What moves them to take action.

Here are examples of it.

Example 1: Their real desire is freedom while maintaining growth. They don’t
just want to grow, they also want to enjoy their growth. They don’t want to
work that hard for the results they get.
 DSP Framework by Ajit Nawalkha

Example 2: They want success. They want to know they can do it. They want to
make money so they can quit whatever else they are doing. They want to see
their impact on someone’s life.

Example 3: They want recognition. They want to see their work being
acknowledged. They want to leave a legacy.

Outcome:

Outcome is the result they need to create that will take them closer to their
ultimate desire.

Example 1: They need a clear strategy to get to the freedom they want.

Example 2: They want a step-by-step process on what to do.

Example 3: They need a way to spread their message with certainty.

Package:

Now you can create an exact package they can sign up for, directly related to
the outcome they desire.

Example 1: I created a 2-day intensive called “Clarity Intensive”, to guide

entrepreneurs on what they can do to bring absolute clarity and focus to their
business.

Example 2: I created an online incubator that allows new coaches to work with
me directly, so I can support them on their growth and impact without them
feeling lost or overwhelmed.

Example 3: I created “Action Weekends”. A place where you come over a

weekend to LA and we help you create everything you need from scratch.

Price:
 DSP Framework by Ajit Nawalkha

Then the most obvious one. The price. You set a price by looking at the time
you invest, the value you bring to the client and how many of these packages
you want to do.

Here is how you do it.

Find your hourly price. A simple way to do it, is to find out how much you want
to make in a year and how much of your time you want to invest to get it.

Say, you want to make $100,000 a year and you want to work 4 hours a day
for 4 days a week for 45 weeks in a year.

That means your hourly rate is:

$100,000/(4x4x45) = $138/hr

So if your package is a 1-day-intensive for 6 hours, your rate for the intensive
will be $138*6 = $828.

I want you to note that this is the crudest math. You can charge significantly
more if you can get better results for people. Results based on their deepest
desires.

Here are examples from my business.

Example 1: My one day intensive is $12,000, which means clarity intensive (2

days) is $24,000. Getting the type of clarity we are talking about here is worth
about $250,000. The intensive price is 1/10th of the value of the outcome.

Example 2: Our online incubator is $9,000 which is 21 weeks of coaching with

me or my coaches directly. You are likely to generate $90,000 in coming years
from what you will learn and execute in the accelerator. That’s 10 times the
price of the product.

Example 3: Action weekend is $6,000 which is a 2-day group action weekend

where we get something done. For example the next one we are doing is on
Webinars in July. Now a webinar can easily generate $60,000 for a client.
That’s 10 times the cost of the product.
 DSP Framework by Ajit Nawalkha

Action Price:

Here is the catch. You always want to reward action takers. Action takers are
the ones who will get better and faster results with you. So reward them.

Here is how I do it.

Example 1: Clarity weekend, if booked in our first 2 conversations, is available

for $18,000 instead of $24,000

Example 2: Our online incubator can be joined for $6,000, if you say yes when
speaking with my team.

Example 3: Action weekend can be yours for $4,000 if you say yes in time.

I am giving you these examples so you can see how it works. Also why these
offers become really lucrative and easy to position.

Here is an example how easy it is for clients to work with me, and for me to
drive results to them.

If you are a new coach or a seasoned coach who is looking to expand their
practice, you know you are your biggest blocker in your success. You know you
can do it with the right training and support.

You know, if you got your practice off the ground you will make your investment
back in months, if not weeks. Which also means it’s a no-brainer for you to
invest in this program.

For anyone who is a coach doing under $100,000 in annual coaching sales,
the online accelerator becomes a no-brainer.

Now, because you are an action-taker you get a $9,000 product for only
$6,000. This product is the same that has the potential to generate $90,000
over a period of time.
 DSP Framework by Ajit Nawalkha

Here is the catch. There is NO other way to work with me. There is no other
format for a new coach to directly coach with me.

This does two things.

1. The client knows that, if they want to work with me and enjoy the quality of
results that my clients enjoy, Accelerate is the only way.
2. I don’t have to think of different answers for my clients. There is only one
way. You want to work with me and you’re a coach in the soldier, knight or
dame stage, Accelerate is the way. The only way.

It’s simple for both parties.

It’s a product approach to packages. When a company makes a product, it

looks at a problem and then finds the solution to the problem. The solution
stays consistent for all clients.

What Next:

Here is my invitation to you. Below is the DSP framework for you in a sheet. Print
it out. Create packages based on the problems and desires you address with
your clients, and set your prices.

Share with me on impact@ajitnawalkha.com if this helps you simplify your

approach towards your packages.

Here are the benefits I saw from working with this framework

I had more space to create better results for my clients because I was
focused on a set number of outcomes.
I could enroll more easily, as my prices were open and non-negotiable.
I became clear on who my client is, and who is not.
It became easier for my clients to make referrals as they knew exactly what I
was doing, and they had experienced it for themselves
 DSP Framework by Ajit Nawalkha

DSP Framework

Desire Outcome Package Price A*Price